Why there's no place for Coca-Cola at Super Bowl LVI
It's been one of the strongest brand names in the world for decades but the famous drink will not be taking the primest of prime advert spots.
As one of the most important sporting events of the year, the Super Bowl has become synonymous with advertising investment for large companies seeking visibility or to reinforce their image globally. So you’d no doubt expect to see the likes of Coca-Cola there to compete with rival Pepsi.
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Super Bowl LVI without Coca-Cola
For the 2022 NFL climax, companies seeking 30 seconds of advertising space during the big game will have to pay around $6.2 million dollars, while those waiting for the absolute prime time spot can expect to pay up to $7 million for the same amount of time.
According to NBC, all commercial time for the upcoming game has already been sold, with forty percent of this year's advertisers being new companies to the event. The rest include well-known companies such as BMW, Pepsi, Kia, Budweiser and Doritos, just to name a few.
Why won't Coca-Cola advertise at Super Bowl 2022?
Coca-Cola has pulled out of Super Bowl advertising for the second year in a row as part of their strategy, the beverage brand being focused on existing sports marketing plans, leaving the way clear for Pepsi.
As reported by Adweek, the brand spent around $10m on ads during the 2020 Super Bowl, reflecting the company's shift in marketing spend away from the big game. In a statement reported by Adweek, Coca-Cola has said that it will stay away from Super Bowl LVI to have more time and space to focus on its existing sports sponsorships over the next few weeks.
The brand has established agreements with Coke Zero Sugar for NCAA March Madness, as well as other marketing activities for Nascar's Daytona 500, which will take place a week after the Super Bowl, on 20 February.